# Easier-to-read science page: +19.6% revenue per visitor

- Outcome: Won
- Page type: Landing page (Ecommerce)
- Elements: Layout, fonts & visual design, Benefit, problem, how-it-works & results sections
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/simplified-science-content/
- Page: https://liftarchive.com/test/cleancommit-simplified-science-content/

Breaking a science page's long paragraphs into short paragraphs, bullet points and visuals lifted revenue per visitor 19.6% and conversion rate 9.0%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The content stayed the same, only the formatting changed, and the evidence is a positive signal rather than proof.

## Result

**+19.6% revenue per visitor**

- Revenue per visitor: +19.6%, the target metric, with a 77.7% probability of beating the original.
- Conversion rate: +9.0%, and orders: +15.0%.
- Add-to-cart rate: +10.9%.
- Bounce rate: -25.2%, so more visitors stayed on the page.
- Desktop conversion rate fell 13.2%, a negative signal, though on only 710 visitors.

## Control

A science page explaining the product in long paragraphs.

## Variant

The same content, reformatted into short paragraphs and bullet points with supporting visuals.

## Why it likely won (our reading)

- Skeptical shoppers often check the science before buying, and short, scannable text helps them find the answer.
- Bullets and visuals lower the effort of reading dense material.
- Keeping the content unchanged meant the proof stayed the same, only easier to absorb.

## Caveats

The sample was small: 4,018 visitors over 20 days, with a 77.7% probability on revenue per visitor, which is not significant. Desktop moved the other way.

## How to run this test

- Hypothesis: If we reformat our science or how-it-works page into short paragraphs, bullets and visuals, then revenue per visitor will rise because skeptical shoppers find answers faster.
- Primary metric: Revenue per visitor
- Guardrail: Desktop conversion rate
- Guardrail: Bounce rate
- Guardrail: Add-to-cart rate
- Who should test it: Stores selling products that need proof, such as supplements or wellness, with a dense explainer page. It matters less if few shoppers visit that page.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-simplified-science-content/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.